Trains are late, buses are unreliable, cars are a lot and batteries die. It’s not easy to escape busy city centres. After redefining the commute, Cowboy reinvents the concept of the city itself. With the launch of the new Cross e-bike, Cowboy pushes electric power beyond city limits. The new model introduces a powerful added suspension, thicker tires, increased autonomy and a rear rack inviting surfboards, climbing gear and whatever city cyclists might need along for the ride. Targeting city-based outdoor enthusiasts, this e-bike expands cyclists’ comfort zone to endless possibilities.

From beaches near Amsterdam to climbing spots in the Paris suburbs, the Cross is the bridge between the cityscape and the fresh outdoor air. Perfect for everyday urban navigation, it paves the way to explore beyond the city borders.
While the industry highlights the e-bikes UPS, Cowboy wanted to focus on its community. The stars of this campaign were real urban-outdoors communities leading local initiatives to promote sports such as climbing and surfing around these urban hubs. 

This series was supported by content around sports and outdoors activities around big European cities. The Cross is the cosmopolitan vehicle for a richer, more adventurous life beyond the usual margins. A new world is open – great cities become Greater.